The .nab Dot Brand
The National Australia Bank Ltd (NAB) is ranked as the world's 17th largest bank by market capitalisation and it has more than 40,000 employees. NAB operates a wide range of major financial service businesses in Australia, New Zealand, Asia, the UK and the USA.
As a major global bank, maintaining the highest level of consumer trust and protecting the valuable NAB brand are constant and paramount concerns for National Australia Bank. The .nab extension will allow the company to create domain names that assure visitors of the authenticity and security of the products and services offered on NAB websites. This factor will add to the positive experience of customers.
The .nab string will initially be available to the company and its associated affiliates and partners. NAB will consider allowing customers to use a subset of domains for their own secure and personal experiences at a later date.
In the first few years, the Applicant projects that only a small number of registrations will be made.
The bank will publicize the .nab TLD with a media plan that will emphasize its trustworthiness and authenticity. The initial launch will be carefully monitored and in the first stage internet users will be re-directed to current websites.
The .nab string will allow NAB to communicate more effectively and directly with customers. The bank will be able to create domain names on demand to meet the needs of marketing deals, sponsorship arrangements and specialty products & services. The TLD presents the opportunity to create innovations. Navigation will be streamlined. The problem of desirable domains being unavailable or overly expensive to acquire will be overcome.
The use of simpler and intuitively trustworthy domains should also encourage a higher degree of interaction with users.
New, short names will have particular appeal to mobile device users.
Maintaining trust & consumer confidence and building the company's online corporate & brand reputation are primary concerns. To help achieve this NAB will comply with the different rights protection mechanisms as described in the gTLD Applicant Guidebook and the Registry Agreement. The Applicant will enforce strict controls to ensure that .nab domains are not used inappropriately, in bad faith, or constitute abuse.
"Abuse" is defined as an action that causes "actual and substantial harm, or is a material predicate of such harm, and is illegal, illegitimate, or otherwise contrary to registration policy".
Areas of possible concern include: fraud, defamation, privacy, trademark protection, law compliance, phishing, pharming, botneck control and "hacking". To counteract these challenges, NAB intends to create a "secure internet space to interact and transact with its customers, promoting increased consumer trust and confidence in the authenticity of the NAB brand". Privacy and confidentiality will be protected.
The use of friendly .nab domains will help differentiate NAB branded websites and reduce confusion on the internet.
Geographic Dot Brands
In accordance with Specification 5 of the Registry Agreement, National Australia Bank will initially reserve all two-character labels and country & territory names from its new TLD implementation.
However, NAB is interested in seeking the release of these geographic terms. The bank believes they can "provide great benefit and simplicity to internet users because these terms are intuitive ways to resolve to National Australia Bank's content". They could be very helpful for intuitive navigation in various regions.
The Applicant makes the point that the rationale for initial restriction is valid for generic TLDs but less so for the brand domains who have a strong disincentive from allowing misleading domain names.
NAB intends to seek permission to deploy geographic domains and proposes several possible avenues to work with ICANN, the GAC and individual governments to achieve this.
Geographic names will not be used until ICANN has approved them.
Possible .nab Brand Domains
(specifically mentioned in the application)
Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.
All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.
Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.
This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.
It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.
ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.
For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).
If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.
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